The Natural Advisory Council (NAC) has been formed by founder and CEO of California Baby, Jessica Iclisoy, with the intent to advocate, collaborate and educate on what the term “natural” most accurately means in consumer products and how it can be used moving forward. The NAC is a not-for-profit organization that aims to form a strong alliance between the natural, organic and “green” product manufacturers, retailers, and non-profit consumer protection organizations.

Setting a hard and fast rule of what “natural” denotes in consumer products could have the potential to bring about change in the way these products are sourced and created.

Iclisoy seems the perfect candidate to head up NAC. Her company, California Baby, is a leader in the natural and organic skin care industry with a focus on babies, kids and sensitive adults. It is not just the products that meet Iclisoy’s high standards when it comes to keeping things natural. California Baby operates a best in class, FDA registered, certified organic, solar powered and sustainable manufacturing facility in Los Angeles. Not to mention, the company has an organic farm where flowers and botanicals are grown.

Iclisoy is also joined on the NAC board by Dr. Jan Jänichen and Christopher H. Johnson. Jänichen attended both University of Hamburg and Stanford University and has 20 years of research and development to bring to the board. Johnson has worked with cosmetic ingredients for more than 20 years and has a BS in Biology from Rowan University.

Iclisoy was quoted saying, "As the popularity of ‘natural’ and ‘green’ products has skyrocketed, so has the proliferation of green washing via clever labeling and misleading brand names. Our aim is to create real, meaningful and lasting change in the naturals market, and ensure that consumers are armed with the information they need to make informed purchases."